Windows Phone 7 Marketplace – Show me the money!

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I’m not looking to pick a fight, I do however have some basic questions around what Success vs Fail looks like for an average Wp7 Developer. That is to say, I’ve worked in a few Wp7 App/Game teams in the past two years and I’ve not seen these folks talk up their revenue or commercial success.

Having recently just finished the first beta of an upcoming game, I’m now spending majority of my effort trying to settle on a price and revenue model that will accompany it. I’m also thinking about what my marketing spend should be and where etc.

My research into finding answers to questions around market size, target audience and lastly what a safe price tag should be has come up quite empty . I’ve asked various Windows Phone 7 community “experts” to which I’ve gotten blank responses or some minor links to a blog post from indie developers talking up their Ad Revenue stream(s).

I’ve also asked some Microsoft staffers internally who don’t mind giving me a leak or two of information and they too came back with answers like “come to think of it, I haven’t seen anything internally either. Just lots of adoption metrics but not actual hard revenue related data”.

This now begs the question, which is despite the market share of Windows Phone 7 what exactly does success and fail look like for those looking to target the device?

60 minutes in Australia last Sunday ran a similar interview with iPhone developer(s) and they had a guy from Brisbane on who’s made around $10million off his game(s). Ok, much larger audience but at the same time iPhone marketplace is quite a competitive and saturated user base to target, so to make $10million isn’t an easy thing but at the same time that’s a carrot we can all jump at.

Looking at the various launches / keynotes around Windows Phone, I’ve also not seen someone on stage that has come from a position of “until Windows Phone 7, I was homeless but now, I drive a Ferrari and I have two hot girlfriends” style success.

Ad Revenue is the success metric.

If I cast my browser searches on the interwebz, the likely response to the above questions is simply ad revenue. To me that’s great, it’s I guess a profitable approach but for me I’d rather not make my creation into a digital NASCAR whereby I’m hocking Viagra in-game. Instead, I’d like to either enable in-game purchasing (Windows Phone 8) and/or once-off purchase with additional seasons/expansion packs later (should the audience feel that the game is rewarding enough to invest in).

Today, there is no actual capability for in-game purchasing (ie buy gems/gemstones etc) so you have to rely on your initial once-off purchase. You also are encouraged to provide a trial version of your creation as well, so again, not sure that’s a great revenue model for developer(s) but at the same time it’s a great thing for consumers.

Metrics you can count on.

This probably boils down to bankable metrics that Microsoft is quite cagey in giving specifics around. I doubt anyone will get a clear and concise answer here around what the adoption vs active user metrics are on any given quarter with regards to the Phone(s). If that were to occur I think Nokia’s price would drop and most likely impact on Microsoft’s fumbling share price as well.

That’s of course a pity though, as being a developer you want to size your market, figure out what your potential financially looks like and given we can’t get those specific metrics from Microsoft (in a consistent manner, they do drips and drabs of random stats but they rely on a lot of external inference to size collectively) then the alternative is to come up with another position.

Create a Dust Cloud.

I’ve already committed to the creation of my game, it’s done (almost). I’m ready to hit the launch button and try my luck so right now, I’m a candidate for easy convincing given I already took the leap of faith a month ago. I need confidence that my energy and time wasn’t just a complete waste of time, I want something to hang my hat on and mirror or expand upon around success for the Windows Phone 7 market place.

I want to look at someone’s success, learn from it and expand on it in the hope I can generate my own Windows Phone 7 after glow.

Microsoft simply needs to create what I call a “dust cloud” in that just like in many war novels whereby the horses on the horizon have created such a vast dust cloud that the attacking army looks and sounds a lot bigger/worse than it actually is. Microsoft needs to create a similar affect, that is to bring a few success stories out into the light and shower them in marketing love, followed by infomercial like stories of “Look, he was poor, but now he’s worth $10million USD!!!”

In

Summary

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Given there is no in-game purchasing today and yes it appears Windows Phone 8 will fix this, it’s clear to see why a lot of the iPhone game developer(s) haven’t likely ported their success over to the marketplace (Excluding Microsoft investing in this companies via seed funding to do so). That’s a problem and was always one that I think would become a negative for reasons to invest in Windows Phone 7 marketplace. It’s fixed though, well soon to be so I’ll not dwell to much on that one.

Not seeing success around Windows Phone 7 and more importantly getting hints or glimpses of what a commercial reality / viability of spending your time making for the device(s) to me is something that is either really bad or one of the best kept secrets that has the worst reasons for doing so.

I hopefully assume there is a revenue model beyond just ad impressions for Windows Phone 7 marketplace success, I want to see or read a story or two on an indie game developer making their annual wage and more on a single game’s success. I want to see part two of the movie “Indie Game: The Movie” whereby instead of following the success of an XBOX game developer we see the tablet/mobile phone developer.

I genuinely want to believe there’s gold in these Microsoft hills. Show me the money!

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